A privacy-compliant tracking parameter introduced alongside WBRAID to handle iOS 14.5+ ad measurement, GBRAID is specifically designed to measure app deep-linking conversions, tracking actions when an ad click directs a user straight into a mobile app installed on an iOS device. While WBRAID focuses on web-based landing pages, GBRAID operates via aggregated campaign-level attribution, linking conversions to ad campaigns without exposing individual user identities. This mechanism is essential for campaigns optimized for app installs, in-app purchases, or deep-linking existing app users directly to specific product pages inside the app.
Technical Overview
GBRAID appears in deep-link URL parameters as ?gbraid=…. It consists of an encrypted, de-identified string built for differential privacy compliance. The parameter replaces GCLID when an ad click leads into an app installed on an iOS device (iOS 14.5 or later) where Apple's App Tracking Transparency (ATT) prompt was declined or restricted.
- Primary Destination: Mobile App (via deep link)
- User Journey: Ad click → Opens App → In-app purchase
- Privacy Threshold: Aggregated group model (ATT-compliant)
- Primary Platform: iOS 14.5+ (App deep links)
Key Use Cases & Capabilities
GBRAID is essential for app-to-app and web-to-app measurement, enabling mobile advertisers to calculate true Return on Ad Spend (ROAS) for high-value in-app events (e.g., subscriptions, food orders, ride bookings) coming from iOS devices. It also passes aggregated conversion volume back to Google Ads, preventing automated bidding algorithms (like Target CPA or Target ROAS) from underbidding on iOS inventory due to missing data.
Comparison: GBRAID vs. WBRAID vs. GCLID
| Feature | GBRAID | WBRAID | GCLID |
| Primary Destination | Mobile App (via deep link) | Mobile Web Browser | Web or App (Unrestricted) |
| User Journey | Ad click → Opens App → In-app purchase | Ad click → Opens Safari/Chrome → Web purchase | Ad click → Web or App |
| Privacy Threshold | Aggregated group model (ATT-compliant) | Aggregated group model (ATT-compliant) | 1:1 Individual tracking |
| Primary Platform | iOS 14.5+ (App deep links) | iOS 14.5+ (Web landing pages) | Android, Desktop, pre-iOS 14.5 |
Common Limitations
GBRAID cannot map a single GBRAID to an individual CRM contact record for 1-to-1 offline conversion attribution in the same way you can with a standard GCLID. Additionally, capturing GBRAID and processing in-app conversions requires integrating the Google Analytics for Firebase SDK or a supported Mobile Measurement Partner (MMP).